Hummingbird Update and Google Personalization Efforts

Q: Is it true that Google is personalizing searches  so keyword search results will be different for each person based on their previous searches?

Answer:

Yes, Google is personalizing search results. When people are ‘logged in’ to Google via their Google account, it pays attention to what they search for, and what they click on, and alters the search results shown. Related to this, if they are set up in Google+, then what they see is dramatically influenced by what people with whom they have ‘Google+ relationships,’ have +1’d.

Google also varies results based on search history, even if you are not signed in. So as you ‘start a session,’ it pays attention to what you just searched for, and post-Hummingbird is altering the Google Suggest (pull-down suggestions) based on previous searches. All of this speaks to Google’s intent to move towards natural speech / semantic search, and be ‘more intelligent’ as a search engine.  Search history is one variable in the mix.

Finally, don’t forget that Google is also customizing based on localization issues.  WHERE you are has a big influence on WHAT you see on Google, especially (but not only) for locally oriented search such as for restaurants or local services (e.g., attorneys, pizza restaurants, and the like).